“Through the ‘Fashion to Live For’ initiative we wanted to get people talking about lifejackets: to create more awareness around the fact that they can and do save lives,” explained Andrew Ingram, NSRI Marketing and Public Education Manager.

“Before the show the NSRI volunteers said they’d rather be out on a rescue in the worst conditions,” joked Ingram. “But the response that our volunteers received from the audience was incredible – they were very proud to be involved in this unusual way of highlighting water safety and the wearing of lifejackets.”

“It was such a special project to work on: all the designers and models jumped at the opportunity to support the NSRI,” said Simon Deiner, SAMW co-founder and creative director.

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